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Skittles Gives Up the Rainbow for LGBT Pride

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You won’t see the rainbow, but you’ll taste it.

Skittles, everyone’s favorite fruit chew, is celebrating Pride by giving up its signature look. The red, orange, yellow, green and purple pieces of candy will be black and white as the LGBT community comes together for their London parade. In a letter penned by the company to Pride, the sweet treat offers their support.

Related: Google’s Virtual Reality Pride Video Is Breathtaking

“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room. You have the rainbow … we have the rainbow … and usually, that’s just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride. From Skittles.”

While we sometimes side-eye companies that conveniently come out and campaign during Pride month, this seems to be the start of something — Skittles is just one of many brands that have publically stood behind their LGBT consumers.

The hashtag “OneRainbow” will be used by the people at Pride who stop by the Skittle booth for a few packs of candy. Since we’re not in London, if you happen to have an extra pack or two, we’d be happy to take them off your hands.

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